Date post: | 15-Feb-2017 |
Category: |
Marketing |
Upload: | e-commerce-capitals |
View: | 146 times |
Download: | 2 times |
finch.com @bjornespenesfinch.com
THE OPPORTUNITY
Google has
http://www.internetlivestats.com/google-search-statistics/
5 BILLIONSearches per day
finch.com @bjornespenesfinch.com
THE MARKETPLACE
1 POTENTIAL BUYER MANY SELLERS
WHAT PROGRAMMATIC SOLVES
Lack of time and resources
Complexity from Google features
Complexity from too much data
Complexity of execution
Increased competition
finch.com @bjornespenes
#1: EXPONENTIAL COMPLEXITYCLICK VARIATIONS
USER PROFILEKEYWORDS MATCH TYPES DEVICES
MULTIPLIERS
INSTANCES
*Each instance has a unique cost/revenue/profit history
10,000 4 3 5
40,000 120,000 600,000
finch.com @bjornespenes
#1: EXPONENTIAL COMPLEXITY
UNIQUE CLICK PROFILE
CLICK PROFILE
Match typeRevenue history
Cost historyConversion rate
Device typePast site visits
Location
USER DATA
KEYWORDDATA
+ =red shoes
finch.com @bjornespenes
DATA ORGANIZATION
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD
#2: Campaign Structure
finch.com @bjornespenes
GRANULAR DATASE
ARCH
CAM
PAIG
N
KEYW
ORD
AD G
ROUP
AD G
ROUP
AD G
ROUP
AD G
ROUP
EXAC
TPH
RASE
BROA
D +
BROA
D
CostConv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing
$1005.00%
$500.00$5.00
N/A+300% New
Visi
tor
Home P
age
2+ Pa
ges
Prod
uct P
ages
Prod
uct i
n Car
tBe
gan C
heck
out
Repe
at Cl
ients
MAX C
PC
$15Cost
Conv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing
$1001.00%
$500.00$1.00
N/AN/A New
Visi
tor
Home P
age
2+ Pa
ges
Prod
uct P
ages
Prod
uct i
n Car
tBe
gan C
heck
out
Repe
at Cl
ients
MAX C
PC
$1CostConv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing
$1003.00%
$500.00$3.00
200%N/A New
Visi
tor
Home P
age
2+ Pa
ges
Prod
uct P
ages
Prod
uct i
n Car
tBe
gan C
heck
out
Repe
at Cl
ients
MAX C
PC
$8CostConv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing
$100.25%
$500.00$.25
N/A+150% New
Visi
tor
Home P
age
2+ Pa
ges
Prod
uct P
ages
Prod
uct i
n Car
tBe
gan C
heck
out
Repe
at Cl
ients
MAX C
PC
38¢
#2: Campaign Structure
finch.com @bjornespenes
GROW MARKET REACH #3: Keyword Management
Revenue Keywords Profit
Q1 Q2 Q3 Q4 | Q1 Q2 Q3 Q4 | Q1 Q2 Q3
finch.com @bjornespenes
DYNAMIC SEARCH TERM INSERTION
Converse red shoeswhite shoesred shoesblack shoescomfortable shoesinexpensive shoeshigh top shoes
{KeyWord} list
Great Red ShoesThe Perfect Shoe At the Best Price.Shoes in Every Color - Act Now!allsortsofshoes.com/fakeurl
#3: Keyword Management
finch.com @bjornespenes
XML FEEDS
Product information:All Star high tops Brand: ConversePrice: $35.99Color: redSize: mens 12Materials:
cotton upperleather bottomStyle: Chuck TaylorsModel: All starUse: basketballUPC: 0 12345 67890 1
#3: Keyword Management
red shoes
finch.com @bjornespenes
HOW ADWORDS WORKS
CTRQualityScore
AdRank
#4: Quality Score
finch.com @bjornespenes
IMPACT ON AD RANK
Bid50%
Other<10%
QUALITYSCORE>40%
#4: Quality Score
finch.com @bjornespenes
WHAT IS QUALITY SCORE
Max CPCAd Rank
Quality Score
COSTCPACPV
Two engines at work
#4: Quality Score
finch.com @bjornespenes
GOOGLE WHEEL OF GOODNESS
Each piece is part of a
unique click profile that
is established each time a
prospective customer hits
enter in Google’s search
box.
HIGHERBID HIGHER
POSITION
HIGHERCTR
HIGHERQUALITYSCORE
HIGHER AD RANK
HIGHERCONVERSION
RATE
Google Wheel of Goodness
#4: Quality Score
finch.com @bjornespenes
EXECUTION AT WORK
EXACT PHRASE BROAD+ BROAD
5% 3% 2% 0.25%ConversionRate
THE GOLDEN CLICK!
#4: Quality Score
Ad Group
finch.com @bjornespenes
CASE STUDY: Match Type Strategy
Exact Match Increased 358% YoY
finch.com @bjornespenes
WHAT IS ATTRIBUTION #5: Attribution
FEBRUARY
How do you know where to spend money to improve
performance?
Where are you lookingto know how your PPC is performing?
finch.com @bjornespenes
AN EXAMPLE
Last clickLast ad click
Cross device
Last ad click
Cross device
Phone calls
Off-line
Last ad click
Cross device
Phone calls
$1,000
$2,000
Attri
bute
d Re
venu
es
$1.00
Max cost per clickbased on 10% cost of
revenue target; 1% conversion rate
$2.00
$1.75
$1.55
$1.35
Max
CPC
GoogleAnalytics
Google AdWords(all-conversions)
#5: Attribution
finch.com @bjornespenes
ATTRIBUTION MODELS #5: Attribution
Last Click First ClickLinear Position-basedTime Decay
Conservative Growth-oriented
WHAT PROGRAMMATIC SOLVES
Lack of time and resources
Complexity from Google features
Complexity from too much data
Complexity of execution
Increased competition
REVIEW
finch.com @bjornespenes
CASE STUDY: Match Type Strategy
Exact Match Increased 358% YoY
finch.com @bjornespenes
CASE STUDY: Average CPC vs. Match Type
finch.com @bjornespenes
CASE STUDY: CPA vs. Match Type